Trends in the world of advertising are constantly evolving, usually as a result of the dominant forms of technology being utilized by the masses. Lori Senecal, an expert in the field of marketing and advertising, as well as the current Chief Executive Officer of Crispin Porter and Bogusky, LLC, recently discussed her philosophy regarding the growing use of online marketing amongst companies, big and small, around the world.

Today, mobile advertising is reaching heights that were not conceivable just a few years ago, as people are now relying on their smartphones and other mobile devices for a number of their daily tasks and transactions. According to Lori Senecal, in 2015, the revenue accrued in the internet advertising sector reached an unprecedented $60 billion – the vast majority of which was created through mobile advertising. While the monies associated with mobile advertising has steadily risen in recent years, the revenue accrued from desktop marketing has fallen at an exponential rate. For more details visit Bloomberg.

The rise of social media has steadily driven the internet advertising market, particularly in regards to the mobile advertising sector, as in 2015, Facebook, which sits firmly at the top of the social media market, saw an increase of just under 60 percent. Google, the world’s premier search engine, also saw a rise of nearly 20 percent, making the combined growth of both online juggernauts sit at 76 percent from 2014 to 2015. The most significant deterrent to the progress associated with online marketing is the mass implementation of ad blocking software, as recent reports have revealed that over 90 percent of online users either rely on it or plan to in the future. In order to combat this problem, many corporations have begun experimenting with new techniques to get audiences to pay attention to their advertisements, and one of the most effective strategies has proven to be the shortening of the ads themselves. By condensing the advertisements, audience attention can be maintained, while the message is still effectively delivered. The companies that have been the most successful in utilizing this technique are Spotify, Universal Pictures, and Snapchat, who regularly saw their ads exceed 14 million views.